Analisis Pengaruh Perceived Risk dan Price Consciousness pada Pembelian Ulang Produk Private Label Brands (PLBs)

Fajriyah, Jamilatul, Tur Nastiti, S.E., M.Si.

2008 | Skripsi | S1 Extention - Management

N.A.

Facing this more and more challenging and competitive retailing world, retailers must look for new strategies. One of this strategy is Private Label Brands (PLBs). Retailers use this strategy because of their potential increase store loyalty, chain profitability, control over shelf space, and bargaining power over manufacturers.

The objective of this study is to examine Influence of perceived risk and price consciousness on re-buying private label brand's product. This research study was held in Yogyakarta. Closed questioner is used to get the primary data needed. A hundred and thirty customer of Hero save (Hero Supermarket of PLBs product) participated in the filling of the questioner. The data were analyzed by using linier regression analysis. Results of this study indicate that: (1) Perceived Risk is not influence on re-buying PLBs product; (2) Price Consciousness influence positively on re-buying PLBs product. Theoretical and managerial implications are discussed in this study. Keywords: Private Label Brands, Perceived Risk, Price Consciousness.

Kata Kunci : Perceived Risk; Price Consciousness; Pembelian Ulang Produk; Private Label Brands